Navigating Ethical and Practical Challenges in AI-Driven Visual Content Creation
Lehtimäki, Marja-Leena (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024082824480
https://urn.fi/URN:NBN:fi:amk-2024082824480
Tiivistelmä
This thesis is a research-based development project exploring the ethical and practical challenges of generative artificial intelligence in visual and audio-visual content creation within communications and marketing. The primary objectives were to investigate typical concerns regardng AI-driven content creation and how ethics, regulations, and industry guidelines shape this process.
The theoretical framework draws on Henrik Rydenfelt's perspectives, addressing key ethical questions in communication: the effectiveness of a message and the broader communication culture. Rydenfelt’s cognitive perspective highlights truthfulness, justification, and honesty, while his functional perspective assesses the appropriateness of the communication process. Additionally, it incorporates Jukka Niittymaa & Vilma Luoma-Aho's focus on the impact of transparency about AI usage on an organization’s value and trustworthiness. By integrating these insights, the framework addresses the ethical responsibilities of both individuals and organizations in the context of communications and marketing during the artificial intelligence era. This framework has been enriched with recent research on AI ethics, emerging topics, and regulatory considerations, providing a holistic understanding of ethical considerations in AI-driven visual content creation.
Semi-structured interviews with nine industry professionals provided practical insights into AI usage in content creation. The findings highlighted copyright issues as the top concern, the shift from visualizers to verbalizers as the changing skill required in the industry adopting the use of AI. They also emphasized the need for industry-wide guidelines to navigate AI-driven content creation ethically and transparently.
The research methodology involved an iterative, collaborative process using AI tools like ChatGPT for data refinement and analysis. Ethical considerations, such as anonymizing data and ensuring transparent AI usage, were prioritized to maintain the study's trustworthiness.
The empirical section focused on the practical development task, where insights from the interviews were synthesized to provide concrete recommendations for creating actionable guidelines for ethical AI practices. These include implementing transparent disclosure practices and considering sustainable AI practices in ESG policies.
The thesis concludes by advocating for a global approach to responsible AI use, addressing its diverse impacts on society, culture, and ecological resources. Future research directions proposed include themes such as job satisfaction, mitigating biases, transparency, and environmental impact, aiming for a comprehensive understanding of responsible and sustainable AI integration in communications and marketing.
The theoretical framework draws on Henrik Rydenfelt's perspectives, addressing key ethical questions in communication: the effectiveness of a message and the broader communication culture. Rydenfelt’s cognitive perspective highlights truthfulness, justification, and honesty, while his functional perspective assesses the appropriateness of the communication process. Additionally, it incorporates Jukka Niittymaa & Vilma Luoma-Aho's focus on the impact of transparency about AI usage on an organization’s value and trustworthiness. By integrating these insights, the framework addresses the ethical responsibilities of both individuals and organizations in the context of communications and marketing during the artificial intelligence era. This framework has been enriched with recent research on AI ethics, emerging topics, and regulatory considerations, providing a holistic understanding of ethical considerations in AI-driven visual content creation.
Semi-structured interviews with nine industry professionals provided practical insights into AI usage in content creation. The findings highlighted copyright issues as the top concern, the shift from visualizers to verbalizers as the changing skill required in the industry adopting the use of AI. They also emphasized the need for industry-wide guidelines to navigate AI-driven content creation ethically and transparently.
The research methodology involved an iterative, collaborative process using AI tools like ChatGPT for data refinement and analysis. Ethical considerations, such as anonymizing data and ensuring transparent AI usage, were prioritized to maintain the study's trustworthiness.
The empirical section focused on the practical development task, where insights from the interviews were synthesized to provide concrete recommendations for creating actionable guidelines for ethical AI practices. These include implementing transparent disclosure practices and considering sustainable AI practices in ESG policies.
The thesis concludes by advocating for a global approach to responsible AI use, addressing its diverse impacts on society, culture, and ecological resources. Future research directions proposed include themes such as job satisfaction, mitigating biases, transparency, and environmental impact, aiming for a comprehensive understanding of responsible and sustainable AI integration in communications and marketing.